县域基础设施、公共服务不断完善，游客出行更加细化多元，今年"五一"假期，我国县域文旅市场再次 迎来热潮。各地通过丰富消费场景、优化旅游体验，积极推动县域旅游发展。 甘肃：改善旅游体验 位于陇东黄土高原的庆阳市环县将游客体验作为首要关注点，以"多彩环州乐游故城"为主题推出三大类 23项沉浸式文旅体验活动，拉动景区流量。5月1日至5月5日，环县共接待游客55.54万人次，同比增长 10％；实现旅游花费3.2亿元，同比增长91.43％。 "我们通过多业态融合，解锁县域旅游消费新体验。"环县文旅局副局长谷昊晟介绍，这些活动有传统与 现代相结合的文艺展演秀，有科技与文化相碰撞的无人机表演秀，为游客提供全时段沉浸式体验。 地处甘陕川三省交界地带的陇南市康县，森林覆盖率达70%以上。近年来，康县依托得天独厚的资源优 势，构建以文旅康养为主导、促进一二三产业融合发展的产业体系。5月1日，康县青龙山旅游度假 区"缤纷假日"迎宾促消费活动启幕，活动汇聚舞台演出、非遗展示、原创艺术、亲子互动等多元艺术形 式，为游客打造一场沉浸式的山野艺术盛宴。据统计，今年"五一"假期，康县共接待游客63.14万人 次，旅游花费27409.8万元， ...

民航局预测，"五一"假期民航旅客运输量约为1075万人次，日均215万，同比增长8%，创同期历史新 高。 置身于机场、火车站、景区、饭店、高速服务区时，人们便能真切感受到假日经济的"热辣滚烫"。 "五一"假期来临，人口"大迁徙"开始了。 这场"大迁徙"将诞生多个新高。 交通运输部预计，今年"五一"假期全社会跨区域人员流动量将再创历史同期新高。2024年"五一"假期这 一数据超13亿人次。 "奔县"中见潜力 "五一反向旅游"近日冲上热搜，反映出这个假期旅游下沉化趋势更加明显。 携程平台数据显示，"五一"县域市场旅游热度同比增长25%，增速高出高线城市11个百分点。小城"钞 能力"显现，县域高星酒店消费占比碾压高线城市。去哪儿平台数据也显示，县城高星酒店今年更具性 价比，预订增幅逾三成。 "奔县游"越来越火。《全国县域旅游发展研究报告2024》显示，2023年，我国1866个县域地区的旅游总 收入平均值达到42.95亿元，接待游客总人数平均值达到508.27万人次，同比分别增长41.19%和 35.18%。 宝藏小城以其独特的魅力，吸引着游客放慢脚步，深度体验，带动了当地住宿、餐饮、交通等产业的协 同发展，成为推 ...

■贾丽 从四川乐山大佛—峨眉山的低空旅游航线首飞，到湖北孝感的大型沉浸式水上夜游演出；从安徽马鞍山长江不夜城的百场 特色表演，到湖北宜都改造废弃老厂房形成的"农业+文旅"新业态……"五一"假期临近，各地"上新"新场景、新产品，消费市场 热潮涌动。 交通运输部预测，"五一"假期全社会跨区域人员流动量将再创历史同期新高。一些旅游服务平台预计，2025年"五一"假期 的旅行热度或将达到2023年以来"五一"假期的峰值。 "五一"假期是消费市场的"黄金周"，但如何让短期热度转化为长期动能至关重要。笔者认为，各地应优化政策措施、创新 供给、推动下沉市场提质，让"五一"假期成为促消费的强大引擎，激发出"流动的中国"更大生命力。 其一，优化政策措施，激发市场主体活力。 一方面，地方政府可发放文旅消费券、推出景区优惠套票，以真金白银的补贴举措助推旅游市场新热潮；另一方面，简化 审批流程，支持民营资本参与文旅项目开发，鼓励社会力量举办音乐节、市集等活动。同时，加强市场监管，保障服务质量， 让游客愿消费、敢消费、放心消费。 其二，深化"文旅+科技"融合，打造沉浸式消费新场景。 科技正成为文旅产业升级的核心驱动力。各地应充分利用5 ...

Core Insights - The article highlights the growing trend of county tourism in China, with an increasing number of people choosing to visit less crowded county areas instead of major cities or popular tourist spots [1][2][4] Group 1: County Tourism Growth - In 2023, the average tourism revenue in 1,866 county regions in China reached 4.295 billion yuan, with a total of 5.0827 million visitors, marking year-on-year increases of 41.19% and 35.18% respectively [1] - A survey indicated that 70.68% of respondents have experienced county tourism, with 67.22% seeking to avoid crowded cities and 65.42% choosing nearby counties for convenience [2] Group 2: Motivations for County Tourism - Key reasons for choosing county tourism include unique local culture and historical sites (51.01%), social media recommendations (48.39%), local cuisine (48.31%), and high cost-performance ratio (32.03%) [2] - The concept of "original ecology" is a significant attraction, with 81.40% of respondents identifying it as a core feature of county tourism [4] Group 3: Visitor Experiences - Visitors report a more immersive experience in county tourism, enjoying local interactions and affordable prices for food and accommodation [3][5] - The survey found that 62.12% of respondents spent between 100 to 300 yuan per day during county trips, primarily on dining (79.74%), lodging (70.82%), and activities (57.16%) [7] Group 4: Challenges and Opportunities - Despite the growth, challenges remain, including transportation issues (62.87% of respondents faced difficulties), inadequate accommodation (47.04%), and underdeveloped tourist attractions [10][11] - There is a call for increased government investment (81.34% of respondents) and local community involvement to enhance the county tourism experience [11] Group 5: Future Prospects - The article emphasizes the potential for sustainable development in county tourism, with suggestions for professional training and collaborative marketing efforts among local businesses [12] - The increasing popularity of county tourism is expected to continue, driven by a desire for unique experiences and the exploration of lesser-known destinations [12]